Apple is facing a major legal challenge in the UK over its controversial approach to app tracking, with lawyers representing app developers seeking about £2 billion in damages from the
technology giant.
The claim was lodged at the Competition Appeal Tribunal in London on Thursday and centres on Apple's App Tracking Transparency system, introduced in 2021 as part of the company's wider push to strengthen privacy controls on its devices.
Apple has maintained that the feature gives iPhone and iPad users greater control over whether applications can monitor their activity across other companies' websites and apps.
However, the latest lawsuit alleges that Apple has applied its privacy requirements unevenly. Lawyers representing the claimants argue that third-party developers have faced tighter restrictions on tracking and advertising data than Apple's own services, potentially giving the company an advantage in the highly competitive digital advertising market.
The case is being led by Ann Pope, a former senior official at Britain's Competition and Markets Authority. She said Apple's policies had caused substantial damage to businesses whose operations depend on access to Apple's platforms.
"This action is important to protect the rights of British businesses that depend on Apple," Pope said, arguing that companies should be subject to fair and consistent rules and should be compensated for losses allegedly caused by Apple's practices.
Apple did not immediately respond to a request for comment. The company has previously defended App Tracking Transparency as an important privacy safeguard designed to give consumers greater control over their personal information.
The UK case comes as Apple's tracking policies face increasing scrutiny from competition authorities across Europe.
Germany has been at the centre of the regulatory dispute. The country's competition authority previously accused Apple of using its dominant position in the mobile ecosystem to impose potentially discriminatory conditions on businesses that rely on advertising-related data.
The issue has drawn criticism from a range of companies, including Meta, as well as publishers, advertisers and app developers whose commercial models depend heavily on digital tracking and targeted advertising.
Last month, Apple agreed to changes in Germany concerning the way app developers can use personal data for targeted advertising, following regulatory pressure.
Authorities in several other European countries, including France, Italy and Poland, have also examined Apple's App Tracking Transparency framework.
The UK proceedings could therefore add to a growing European challenge to Apple's control over the rules governing privacy, data collection and advertising on its devices, potentially exposing the company to significant financial and regulatory consequences. Photo by Coolcaesar, Wikimedia commons.
